From Garment to Growth: How Certilogo’s Connected Products Are Weaving Loyalty and Brand Value

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For nearly two decades, Certilogo has been the invisible thread in fashion’s fight for authenticity. Long before Europe’s upcoming Digital Product Passport requirements, Certilogo’s Connected Product solutions were already embedding intelligence into garments—transforming physical products into digital experiences that build trust, transparency, and brand value.

Today, as fashion undergoes one of its biggest transformations, the stakes have never been higher. Consumers no longer stop at the label: they want to know the story behind what they wear, how it was made, and whether it aligns with their values. Regulators demand transparency. And brands are under pressure to engage customers beyond the first purchase, extending lifetime value while embracing circularity.

In this new landscape, connected products are no longer a nice-to-have—they’re a strategic necessity.

“For years, fashion brands have spoken to consumers. Now, with connected products, the conversation finally goes both ways,” says Michele Casucci, Founder and GM at Certilogo. “Every product can become a part of that conversation, sharing its story and strengthening trust between brand and customer.”

From Compliance to Connection

Technology in fashion is evolving—fast. What began as a regulatory requirement is now opening the door to richer consumer engagement and storytelling.

A clear example is the Digital Product Passport (DPP)—that requires every product to carry a digital identity with verified information on materials, origin, and lifecycle. While born in the EU, it signals a global shift: transparency and traceability are becoming universal expectations.

Now DPPs also represent an opportunity that Certilogo can help the brands capture. By making every product a gateway to access a compelling digital experience, they give brands the chance to go beyond compliance—transforming what was once a technical obligation into a powerful moment of connection.

Connected Products, powered by digital authentication and trusted DPP integration, become a new, always-on communication channel—one that speaks directly to consumers through the product itself.

A simple scan of a QR code or NFC tag powered by Certilogo becomes an invitation to explore the brand’s story: how a garment was made, the creativity behind it, the values it reflects. Each item becomes a living narrative, blending verified data with emotional storytelling to build trust, loyalty, and long-term brand value.

The Rise of the Interactive Garment

Certilogo’s collaboration with designer Patrick McDowell shows what this future looks like. In McDowell’s Lancashire Rose collection, each item carries a Secure by Design™ Digital Product Passport, offering customers insights into the collection’s values while unlocking services like professional repair and redesign.

This is sustainability meeting storytelling. For McDowell, it means a deeper connection with their audience. For fashion brands, it’s a clear example of how digital technology can transform transparency into engagement—and engagement into growth.

Data-Driven Circularity

The resale boom is reshaping fashion. Millions of garments change hands every day—often far from the brand’s ecosystem. For marketing and brand leaders, that’s both a challenge and an opportunity.

Every resale is a missed touchpoint waiting to be reclaimed. Certilogo’s Connected Product technology makes that possible.
By embedding a digital identity into every item, brands can authenticate products instantly, connect with new owners, and activate trusted circular services such as take-back campaigns—all within a controlled, data-rich ecosystem.

In doing so, brands turn resale into an opportunity to reinforce and create relationships.

The Future: Fashion That Speaks for Itself

In a market where authenticity, transparency, and emotion drive consumer choice, connected products have become a brand’s most powerful storytellers. They don’t just prove what’s real—they make products come alive, building loyalty, engagement, and long-term brand value with every scan.

Certilogo is helping the fashion industry take that leap: from garments that exist to garments that speak.

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